More action Brands that don't just talk about their

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advantage for the brand. By Subarna Ganguly, Staff WriterLast updated August 30, 2023 SOCIAL RESPONSIBILITY According to researchersfrom the National Retail Federation, half of shoppers would be willing to paymore for a more eco-friendly product. In other words, green would have become acompetitive factor allowing you to charge more for a product that is otherwiseequivalent in every way to that of your competitors. But be careful, there is atrap. When marketing a product as sustainable, brands must be careful not tofall into greenwashing, a category of sustainability-focused marketing thatconsumers suspect is not authentic. For many consumers, greenwashing isunacceptable. Three-quarters of them say they are ready to forever turn awayfrom

a company that harms the environment, especially if itclaims otherwise. So how can brands Chinese Malaysia Phone Number List  and retailers highlight their environmentalperformance in an authentic and convincing way, which is not just a fad, ateach stage of the consumer's omnichannel journey? And how can they achieve ahigher level of sustainability and stand out from the competition because ofit? Less talk, eco-friendlyvalues ​​but actually put them into practice are on the right track.

The difficulty:proving to customers that we are indeed acting in favor of sustainability. Thesolution: use science-based goals. Thus, consumers concretely perceive theefforts of companies in terms of sustainable development. Additionally, when abrand'sprogress is tracked and verified by an external agency, thenumbers are difficult to dispute. The Dutch NGO Smart Freight Canter , forexample, is a highly regarded agency that sets science-based targets for thedecarbonization of logistics networks. A